2/25/2025

Which of the following statements is true about interval and ratio scales?

• Both allow ranking, but only ratio scales have a true zero.

• Interval scales allow multiplication and division, while ratio scales do not.

• Both scales only categorize data but do not indicate order.

• Neither scale allows for addition or subtraction of values.

A restaurant asks customers to rate their service experience on a scale of:

• Poor

• Fair

• Good

• Very Good

• Excellent

• What type of data is this?

• Nominal Data

• Ordinal Data

• Ratio Data

• Interval Data

A hospital collects information on patients' blood types (A, B, AB, O) for medical research.

What type of data is this?

• Nominal Data

• Ordinal Data

• Interval Data

• Ratio Data

A psychologist develops a customer satisfaction scale for hotels, where customers rate their experience on a 1 to 10 scale.

What type of data is this?
A) Nominal
B) Ordinal
C) Interval
D) Ratio

• Nominal Data

• Ordinal Data

• Interval Data

• Ratio Data

A fitness app tracks how many miles a runner completes each week.

What type of data is this?

• Nominal Data

• Ordinal Data

• Interval Data

• Ratio Data

Which of the following best describes the concept of measurement in marketing research?

• The process of categorizing objects based on personal opinions.

• The process of assigning numbers or descriptions to properties of an object.

• The act of making assumptions about consumer behavior.

• The process of guessing the characteristics of a target consumer.

Which of the following is an example of subjective measurement?

• Recording the number of times a customer visits a store per month.

• Measuring a customer’s height in inches.

• Tracking the total amount a customer spends in a year.

• Asking customers how likely they are to purchase a product in the future.

Which of the following statements is FALSE?

• A neutral response option can help capture ambivalence but may also allow respondents to hide their opinions.

• A nonsymmetric scale is useful when a construct is naturally skewed toward the positive or negative.

• Negatively-worded items are used to reduce agreement bias, and they always enhance survey reliability.

• Labeling every option in an interval scale can distort perceived distances between points, leading to unequal intervals.

Which factor is most likely to improve response rates in online surveys?

• Making the survey as long as possible to collect extensive data

• Offering a monetary or non-monetary incentive

• Using highly technical language to sound more professional

• Sending survey links without a personalized invitation

Which of the following is an advantage of using surveys for data collection?

• They allow for highly detailed, in-depth responses similar to focus groups.

• They enable quick analysis due to standardization and computer processing.

• They do not require a predesigned questionnaire.

• They are easy to administer but may require significant post-processing effort.